The Stupidity of Sameness and the Value of Difference
DISTINCTIVENESS is the quality that causes a brand expression to stand out from competing messages. If it doesn’t stand out, the game is over. Distinctiveness often requires boldness, innovation, surprise, and clarity, not to mention courage on the part of the company.
Marty Neumier • The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
Once you have many people doing something, you have lots of competition and little differentiation. You, generally, never want to be part of a popular trend… So I think trends are often things to avoid. What I prefer over trends is a sense of mission. That you are working on a unique problem that people are not solving elsewhere.
David Perell • Peter Thiel’s Religion
